Australia – Storage King has unveiled a new brand platform, ‘Stuff It. Live More.’, developed by Ogilvy, marking the start of a refreshed positioning for the storage company across Australia and New Zealand.
The campaign, which introduces characters Bev and Barry, aims to redefine how consumers view storage—from a practical necessity to an enabler of fuller living. It will run across TV, YouTube, outdoor, radio, digital, and in-store channels in both markets.
Ogilvy Creative Director Shaun Branagan said the new platform positions Storage King as an enabler of a fuller life, rather than just a provider of space. Using Bev and Barry in the campaign was an opportunity to “show real characters with main character energy living out their dreams unconstrained by their ‘stuff’,” he explained.
“This was a great opportunity to create a new distinctive brand platform for Storage King for the long-term. Taking a humorous approach meant we could shift from the rational to the emotional and create a campaign that avoids the familiar tropes and cliches of the category.
“We’re showing people what can happen when they have space to move – to travel, for a side hustle, to move house, to start a new business. Secure in the knowledge that their stuff is stored safely and securely.”
The initiative is the first campaign developed by Ogilvy since being appointed as Storage King’s creative agency earlier this year. The agency was tasked with creating a distinctive brand platform and tone of voice for the company, which is currently the most recognised and searched self-storage brand in Australia and New Zealand.
Tony Skallias, group marketing manager at Storage King said, “For many people, belongings accumulated over the years become far more than mere possessions – they often define and honour our past. Yet, these cherished items, while important, can also weigh us down and prevent us from embracing new opportunities and moving forward in life. That’s why we’ve positioned Storage King as the brand that guides and empowers you to see and enjoy life on the other side of storage.
He added, “The ‘Stuff It. Live More.’ platform operates on several meaningful levels. At its core, it captures that critical tipping point—when the frustration with accumulated clutter reaches its peak and we decide, ’enough is enough; I’m ready for change’. This phrase not only reflects that decisive moment of empowerment and control, but it also cleverly plays on the everyday act of storing.”
